Before reading this article, click "Follow" in the upper right corner, which is not only convenient for you to discuss and share, but also can bring you a different sense of participation, thank you for your support!
- Source/Night Deep Finance
- Author/Night Deep Finance
In this era of crazy marketing for brands, the new tea drink stands out by relying on a more advanced mental state.
From the out-of-the-circle and out-of-the-ordinary collaborations such as Luckin Sauce Latte, Nai Xue's Emoji, and Heytea's "Speechless Buddha", to the explosion of bamboo tube cups, teapot cups, and celebrity face cups, new tea drinks can always use a variety of strange ways to refresh our perception of milk tea.
As for the knowledge of naming milk tea drinks, the major milk tea brands have opened their brains to outer space, and the shameful name of "QQㄋㄟㄋㄟ is so delicious that it is baa pocha" is no longer enough to use imagination, and "heavy taste" is the more popular naming rule today.
01, tea Baidao, out of the fruit series
In "Zhuangzi, Outer Chapters, Journey to the North", on the question of "where does the Tao exist", Zhuangzi said amazingly, "The Tao is in the ants, the Tao is in the barnyard barnyards, the Tao is in the rubble, and the Tao is in the drowning".
If you want me to say, Zhuangzi is worthy of being a great thinker, and he understood the truth that "marketing needs a tipping point" thousands of years ago.
Today's tea brands have learned Zhuangzi's "rough words", and the most direct way is to integrate "" into the product name.
For example, Chabaidao launched a "fruit series" milk tea this spring, which are "real fragrant fruit" and "real mango fruit".
▶ Source: Tea Baidao official WeChat
When I saw these two drinks when ordering, I believe many people will be stunned, and some nausea pictures will immediately appear in their minds, as well as the inner shadow brought by cat poop coffee.
Of course, cat poop coffee really comes from cat feces, while chicken poop fruit is not the fruit of chicken dung.
In fact, chicken poop fruit is the guava we are familiar with, also known as bara, and the swearing line "Banana you are a bara" that often appears in Hong Kong movies is this fruit.
The reason why it is called "chicken poop fruit" is that guava has a special smell, and those who like it feel fragrant, and those who don't like it smell a bit like.
It sounds like guava is a bit like "coriander in fruit", people who love to eat it can't stop it, and people who hate it think it's eating bed bugs, and they will only stay away.
Therefore, it is definitely an adventure for Cha Baidao to add fruit to milk tea.
If it is drunk by someone who hates guava, then the "fruit series" will really become a literal "flavor".
▶ Source: Little Red Book
On Xiaohongshu, there have been many notes complaining about this series of undrinkable and calling on netizens to avoid lightning.
▶ Source: Little Red Book
However, despite this, in the process of collecting information, "Chief Brand Observation" found that "" has always been a marketing password in the catering industry.
For example, Minute Maid once launched a "Guangdong guava" fruit juice drink, which was directly labeled as "chicken poop juice" during the promotion, which really exploded.
▶ Source: Minute Maid Beverage official WeChat
In the dessert world, there is a sugar water called "rattan baba", which is made of wild vegetables "vine", which is said to be the characteristic of Guangxi, Hainan and other places, and tastes fragrant, smelly and delicious.
▶ Source: Little Red Book
But listening to this name, looking at this appearance, with all due respect, I really dare not say it.
02, the "self-black naming" of Minefield Bundi
Not only "", but also "duck" was also the darling of new tea drinks, swiping the screen on the whole network.
Regarding the "duck feces fragrance", milk tea lovers must be no stranger.
According to incomplete statistics, so far in 2022, at least 20 chain brands have launched duck feces-flavored drinks.
For example, the brown sugar pearl duck feces fragrance of Shuyi burnt fairy grass, the quack duck feces incense of Shanghai aunts, the duck feces fragrant lime tea of Hey Tea, and so on.
▶ Source: Heytea official WeChat
Nai Xue's tea has made "duck feces fragrance" into a long-term product, bottled water has duck feces fragrant lemon tea, small green mandarin duck feces fragrant duck feces fragrant fragrance, milk tea has duck feces fragrant treasure tea, duck feces perfumed milk milk tea.
▶ Source: Nai Xue's tea official Weibo
Unlike chicken poop fruit, the origin of the name of duck feces incense is not the smell of duck feces.
Duck feces incense is actually a kind of oolong tea, which originates from Phoenix Mountain in Chaozhou City, Guangdong Province, and is known as the "hidden world in tea". It is said that because the tea tree is planted on the "duck feces soil" (yellow loam soil), and the leaves look like just mu leaves (scientific name duck foot wood), it is called duck feces incense.
It is worth mentioning that due to the indecent name, Duck Feces Xiang was later renamed "Silver Flower Fragrance", and in actual marketing, the brand obviously prefers to use the nickname.
The reason is that although it is too cheesy to be related to, such a name is strange enough to make people have a deep memory.
Otherwise, how can we see such an explosive drink as "Double Coming to the Door" on the ordering applet?
▶ Source: Little Red Book
And combining this kind of negative and controversial vocabulary with product names is already the norm for tea brands.
Who hasn't drunk a cup of milk tea such as "Green Tea for Violent Scumbags" and "Sister is Better Than You Green Tea"? Regardless of whether it tastes good or not, the name is enough to make many people pay for it.
▶ Source: Little Red Book
And this kind of negative marketing is in line with the consumption psychology of young people who pursue strange things. Although curiosity kills cats, even if you know that it is a minefield, you still have to go to Jumpy, which is a portrayal of young people.
And for tea brands, this is also a need for survival. Keep up with the trend of young people, gain insight into the psychology of young people, and be willing to play with them, and young people are willing to pay.
A very classic example is many people's "milk tea white moonlight" 1 o'clock, due to the lack of product innovation momentum, 1 o'clock stores have closed down a large number of times, and have been rumored to be closed down many times.
However, during the Spring Festival this year, when 1 o'clock inadvertently involved in the public opinion field of "Spring Mountain Learning", it allowed users to DIY milk tea's "fun to open a little bit" function on the Internet, and 1 o'clock successfully became popular and the product sold out.
It can be seen that only milk tea brands that dare to play out and rub their popularity can go far, otherwise, they will soon be forgotten by young people.
03, the Internet celebrity milk tea smashed out by marketing
Tea Baidao is a milk tea brand that dares to chase hot spots and attract attention.
For example, in terms of product naming, in addition to the "fruit series", "black lacquer", "grapefruit has a little skin", etc., are very interesting.
There are not many examples of tea Baidao marketing overturning, but they all show unusual marketing ideas.
In 2022, due to the invitation of Douyin Internet celebrity @ Bottom Hot Child to endorse, Cha Baidao was scolded on the hot search, and netizens complained that "the endorsement of ordinary men affects the mood of drinking milk tea" and "has no business acumen and no aesthetic acumen".
▶ Source: Tea Baidao official WeChat
Looking at it now, Cha Baidao is indeed thankless. But 2022 is a year when celebrity spokespersons continue to overturn, and it is a feasible way to use the Internet celebrity effect to increase brand awareness, not to mention that @垫底辣孩 has more than 10 million Douyin fans.
On the day of 315 this year, when the public relations departments of other brands were trembling and on call at any time, Cha Baidao "committed a crime against the wind" and warmed up a trash can poster co-branded with "Star Dome Railway".
▶ Source: Tea Baidao official WeChat
Unexpectedly, the 315 party that night gave Tea Baidao a big gift, which exposed the negative use of expired ingredients in a store of Tea Baidao, and the preheating joint cooperation was also shelved for a month.
And I predict that if it is not named by 315, Chabaidao is likely to market a wave of "315's most daring co-branding" topic and take the opportunity to hype it up.
In addition, Chabaidao has more positive cross-borders that are sought after by young people, and has successively co-branded with popular IPs such as "Sword Network 3", "Pink Panther", "Sauvignon Blanc", and "Book of Undetermined Events", constantly refreshing young people's awareness and love for the brand.
Although the marketing has been tainted and food safety issues have been exposed, the latest news is that Chabaidao is expected to be listed on the main board of the Hong Kong Stock Exchange on April 23, with a valuation of nearly 18 billion.
According to the prospectus, in 2023, the distribution and sales expenses of Tea Baidao will be 131 million, accounting for 2.3% of the total revenue.
Although many consumers are averse to marketing, throwing money at it is still something that brands continue to do.
After all, being out of the circle is also red, black and red are also red, and maybe, you can win the favor of the capital market and achieve financial freedom!
Ladies and gentlemen, what do you think? Welcome to discuss and exchange in the message area~
Financial anecdotes, business fun, Internet information, more high-quality and interesting content, welcome to follow @夜深Finance